Abstract: In this article considered theoretical construction of Internet marketing management processes in the modern information environment. Approaches to Internet marketing management depending on the type of product are offered.

Systematized approaches to the management of digital communication tools. The principles of communication in the network in accordance with the target actions of users are described. The indicators of efficiency and effectiveness of marketing communications on the Internet, features of their calculation and analytical approaches to the interpretation of results and further application of relevant management conclusions are determined on the basis. Internet marketing (or digital marketing) is a type of marketing communications, which gives a set of tools for its own specialization: media adv, contextual adv, search engine optimization (SEO), social media marketing (SMM), direct marketing (or also called email marketing), public relations (PR), including search engine reputation management (SERM), mobile marketing, sponsorship, partner marketing (or affiliate marketing). The problem of measurement the effectiveness of digital marketing is connected with the concept of the conversion rate, that is, the fact of the transition of the audience from visitors to the category of potential consumers and the visualization of success stages of the conversion process (also called conversion funnel). It is indicated that a permanent competitive analysis should be aimed at assessing the quantitative and qualitative indicators of the relevant channels, successful and unsuccessful elements or activities. The classification of adv campaigns types is described. It is stated that the concept of marketing communication in the Internet is based on the following mechanics: the user initiates the communication process and produces feedback (or clicks on adv material), which is expressed in the targeted actions (conversions). Users choose what to do: to follow the link or the banner, and which search requests to find, which results to pay attention to, what pages and content are relevant. Defying on this different types of adv campaign should be chosen.